Mapping the Customer Journey with Omnichannel Marketing

The “Mapping the Customer Journey with Omnichannel Marketing” course covers the second step in the comprehensive Omnichannel Marketing approach: mapping the customer journey. This course follows up on the companion course, “Next Generation Omnichannel Marketing” and covers topics such as touchpoint engagement, channels, segmentation and targeting that are essential in mapping the customer’s journey.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in mapping the customer journey with omnichannel marketing.

Course Outline

Lesson 1: Mapping

    • What is mapping?
    • Why is mapping important?
    • Customer Journey & Customer-centric Marketing Definitions
    • The Challenges of Mapping
    • Building a Single Customer View
    • Touchpoint Engagement

Lesson 2: Channels

    • Best Use of Channels

Lesson 3: Segmentation

    • Definition of Segmentation
    • Common Segmentation Profiles
    • Segmenting Look-alike Audiences
    • Targeting
    • Business Case Studies in Using Segmentation

Estimated Length of Completion:

Approximately 50 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember $149



James Fink

CEO/Managing Partner, Optikal

James began his career in sales, within the media industry. He has successfully closed several deals and his achievements quickly moved him from sales into management. He's managed divisions for top-rated radio stations in Los Angeles, for CBS and for Univision. Later, at Univision, James was promoted to Director of Sports and oversaw broadcast negotiations with several NFL, MLB, and college sports teams. Eventually, he found himself in the role of CMO for a Direct Response ad agency, focused on driving ROI for ad campaigns on radio and TV. Having combined experiences in various marketing roles, James was dissatisfied with the idea of wasted ad space and scattered targeting. He wanted to find a way to center ads on the individual and better ensure success for brands, both on a sale/ROI level and a brand awareness level. James wanted to change the mindset of how companies reach their core consumers and high-level potential prospects. His solution is Optikal, an omnichannel marketing agency, powered by integrated technology, data analytics, and optimizing media strategies based on data-driven results. James and his team are redefining omnichannel marketing to make advertising more precise and to deliver better results.